Looking for some new content marketing strategies that work in 2021? We’ve got you covered!
At its core, a marketing strategy is a high level approach and game plan that fundamentally supports the company’s competitive goals and takes into consideration each of the individual target audiences’ unique pain points.
There are so many strategies floating around, that it’s hard to tell the difference between ones that work and ones that don’t. Our digital project management specialists are here to help you navigate this crowded digital space with our top five content marketing strategies.
Keep reading below to learn more about our tips and tricks.
Effective Content Marketing
Digital marketing agencies use a magic bag of tricks to get website traffic. Some of the biggest impact on rankings comes from social media posts, blog articles, email marketing, SEO, Website Copywriting.
Let’s run through each of these, to get a better idea of how each one relates back to your high level content marketing strategy.
#1 - SEO
The first thing you want to think about when optimizing your website for search engines is keywords, page descriptions and page titles. Which keywords are you targeting for each page? Are they included in the meta description and relative to the meta titles?
The next step is to build out a cohesive content strategy surrounding your chosen keywords. Including the same keywords and topics in your web copy, blog articles, email marketing and social media will be the core of your content marketing strategy.
#2 - Web Copy
Based on your initial target keywords, build out dedicated web pages with at least 500 words of text per page. 1000 words is required to rank a page for a high traffic keyword, but most service pages and product pages that target less trafficked keywords will require 500. Including your keyword 2-3 times at maximum in the body text of each page– this should be the same keyword used in the page title, meta title and meta description.
#3 - Blog Articles
Once you have your main keywords identified and dedicated web pages for them, it’s time to move on to establishing a set of complementary keywords. Complimentary keywords are secondary to the main group of keywords initially selected. These keywords support the initial set of keywords because they are relative terms and can be easily identified when researching each of the initial keywords individually, they are the top five or ten other choices based on the amount of traffic they receive.
#4 - Email Marketing
Once you have SEO-optimized blog articles for both your initial and secondary keywords ready to publish, you can begin to draft a matching email campaign using one of your company's branded email marketing templates, on your preferred email marketing platform. Each day, week, or month that a new blog article is posted to your website, you can coordinate the delivery of a matching email campaign that is sent to your internal contact list.
#5 - Social Media
Sharing your blog articles on social media will increase traffic and conversions for your website while positioning you as an expert in your industry. One of the best parts of sharing your content on social media - if it’s useful content - is that the users that come across your content will share it with their following which will get more eyes on your business. Keep in mind content that is relevant to your audience will be shared multiple times by users, expanding your companies’ reach organically and all without ad spend.
“67 percent of Canadians are actively using social media having one of the world's most connected populations so including social media into your content strategy is hugely important”
Don’t forget to generate additional social media content outside of the blog articles, there is so much potential for instant interaction, along with the opportunity to start a discussion and respond right away. Publishing more useful content helps to establish any brand as a reputable resource in their industry.
Question Topics & Choose Keywords Carefully
Taking the time to question your topics before selecting keywords is critical. Do the topics seem relevant to your target audience? Who are your target audiences? Are you covering all of them with the content of your blog articles and social media posts?
Link Topics to Target Audiences & Formats to Stages of Buyer Journey
Try to make sure there is a little something for everyone you care about at the right moment in their buying journey. Don’t forget to serve up the most snackable content formats for each group you’re targeting.
Don’t Forget to Set Benchmarks & Track KPI’s
Do you have clear goals set for each piece of content you’re creating? What will be the baseline measurements you will consider when determining if the topic was successful? By setting goals and measuring the success of each topic, you will know how, when and where you need to tweak your content marketing strategy.
In the words of the great industry leader Neil Patel, “A content marketing strategy is just the beginning. No matter how detailed it is, it can’t take care of your day-to-day decisions, like deciding if a topic is a good match, how it could be repurposed for use on social media or for choosing one format over the other”.
You don’t have to do your entire content marketing strategy and implementation alone. You may be able to execute a lot of the content writing in-house because you have an established marketing team. In this case, having a digital project manager on your team (but not on your payroll) can come in very handy.
Reach out to our team anytime to book a consultation.